Sample Mission Statements

Sample Mission Statements
for Inspiration

Seeing some sample mission statements will give you an idea of how others have approached this critical task. However, we feel really strongly that two of the most important things about mission statements are that they be your expression about your family business, and that they reflect input from as many relevant sources as possible.

Powerful sample mission statements

PEPSI - "Beat Coke"

HONDA - "We will crush, squash, and slaughter Yamaha"

NIKE - "Crush Reebok"

Older sample mission statements that are quite grandiose in scale

Wal-Mart (1990) "Become a $125 billion company by the year 2000"

Sony (1950's) "Become the company most known for changing the worldwide poor-quality image of Japanese products"

Boeing (1950) "Become the dominant player in commercial aircraft and bring the world into the jet age"

Ford Motor Company (early 1900's) "Ford will democratize the automobile"

One-line mission statements

Wal-Mart "To give ordinary folk the chance to buy the same thing as rich people."

Mary Kay Cosmetics "To give unlimited opportunity to women."

3M "To solve unsolved problems innovatively"

But notice how these one-line samples are supported by value statements that show how the mission will be accomplished and measured.

Merck "To preserve and improve human life."

• Corporate social responsibility
• Unequivocal excellence in all aspects of the company
• Science-based innovation
• Honesty & integrity
• Profit, but profit from work that benefits humanity

Walt Disney "To make people happy."

• No cynicism
• Nurturing and promulgation of "wholesome American values"
• Creativity, dreams and imagination
• Fanatical attention to consistency and detail
• Preservation and control of the Disney "magic"

You can also find excellent collections of mission statements in various bookstores that will be sure to get your creative juices flowing. The main thing to realize is that there are many different ways to approach your mission statement and you should feel free and encouraged to do it your own way. There are no set formulas or rules. Strive for the guidelines we share with you in Preparing A Mission Statement but let it be your family business' expression!

One of the keys to creating a successful mission statement is knowing which segments of your business represent the core values and strengths of your business - to make sure your include those key words in your mission statement. One of the best tools to use as you strategize your mission statement is CHAOS BUSTERS.